But there is still one thing amiss with the deck and from much of the overall discussion: The implication is that Brands have to *build* the bonfires.

This is understandable, as we are used to building stuff in marketing (ie advertising, microsites). But the fact is that many people already have bonfires, and they usually want to build their own bonfires; you know, with their friends and that. They probably don’t want to come to your Corporate Bonfire. Anyone notice what happened with Bud.tv?!

So, to continue the analogy, how can we help people with what they want to do at a bonfire?

1. Provide some stuff: some blankets to keep people warm, some snacks and drinks, maybe even provide some entertainment (a guitar?)

Agreed, there are many analogies that work in this context. Amplification is key.

I often find myself drawing comparisons with the circus. You can’t just rock up to town with a tent and expect everyone to come and see your dancing bears… (not unless they can REALLY dance), but rocking up to someone else’s circus, with a decent sideshow, supporting the main event but also having something to entertain and buffer the crowds as they make their way to and from…